BFGOODRICH G-FORCE PHENOM T/A
Global Brand Campaign
ROLE
ECD / CD
AGENCY
SixSpeed
TEAM
Grant Parsons
Paul Shively
Ryan Johnson
Kelly Gilpatrick
TEAM
Reunion Originals
Jeff Johnson
DATE
2023
BFGoodrich asked us to help them raise overall brand awareness globally. We responded with a campaign that gave builders worldwide the skills needed to cement their off-roading legacy for future generations of explorers. Leave Your Mark challenged the belief that off-roaders are detrimental to the environment by showcasing how BFGoodrich's community goes to great lengths to care for the earth while they explore. We encourage old and new off-roaders to leave their mark on the world by hardly leaving one at all.
RESULTS: +11% Consideration Intent, +9% Purchase Intent, +8 pts. a brand that provides a sense of community, +6% this brand is for me
:30 ANTHEM – LEAVE YOUR MARK
Legacy isn’t something you own. It’s something you give. Legacy isn’t a work of fiction. It’s a work of action. It’s just as much about the things that didn’t happen as it is about the things that did. But ultimately, a legacy is a map left behind so someone else can go further. We build so the things we love today stick around for tomorrow. Your next act is the launchpad for someone else’s future.
:15 – TRUE MASTERY
:15 – LEAVE YOUR MARK
3 MINUTE – OFF-ROADING RESPONSIBLY: PRESERVING THE TRAIL FOR THE NEXT GENERATION
:90 – FIRST RUN
SOCIAL – EV
SOCIAL – FIRST RUN
SOCIAL – FRIENDSHIPS
SOCIAL – LEAVE NO TRACE
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AWARENESS
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CONSIDERATION – EDUCATIONAL
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CONSIDERATION – EDUCATIONAL
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CONSIDERATION – EDUCATIONAL